STRATEGIC DIMENSIONS

OF QUALITY
Campo, Mark Joshua T.
Carabut, Junreto P.
THE STRATEGIC DIMENSIONS OF QUALITY

Dimensions of Product Dimensions of

Quality Service Quality
 Performance
 Reliability
 Features
 Tangibility
 Reliability
 Conformance  Empathy
 Durability  Responsiveness
 Serviceability  Assurance
 Aesthetics
 Perceived Quality
DIMENSIONS OF PRODUCT
QUALITY
PRODUCT QUALITY
Quality Framework
 Is proposed to serve as a strategic analysis framework for eight critical
dimensions of quality. It is composed of Performance, Features, Reliability,
Conformance, Durability, Serviceability, Aesthetics, and Perceived quality.
PERFORMANCE
 Refers to a product’s primary operating characteristics. Because this dimension
of quality involves measurable attributes, brands can usually be ranked
objectively on individual aspects of performance. Overall performance
rankings, however, are more difficult to develop, especially when they involve
benefits that not every customer needs.
FEATURES
 Are usually the secondary aspects of performance, the “bells and whistles” of
products and services, those characteristics that supplements their basic
functioning. The line separating primary performance characteristics from
secondary features is often difficult to draw. What is crucial is that features
involve objective and measurable attributes; objective individual needs, not
prejudices, affect their translation into quality differences.
RELIABILITY
 This dimension reflects the probability of a product malfunctioning or failing
within a specified period. Among the most common measures of reliability are
the mean time to first failure rate per unit time. Because these measures
require a product to be in use for a specified period, they are more relevant to
durable goods than to products or services that are consumed instantly.
CONFORMANCE
 Is the degree to which a product’s design and operating characteristics meet
established standards. The most common measures of failure in conformance
are defect rates in the factory and, once a product is in the hands of the
costumer, the incidence of service calls. These measures neglect other
deviations from standard, like misspelled labels or shoddy construction, that do
not lead to service or repair.
DURABILITY
 A measure of product in life, durability has both economic and technical
dimensions. Technically durability can be defined as the amount of use one
gets from a product before it deteriorates. Alternatively, it may be defined as
the amount of use one gets from a product before it breaks down and
replacement is preferable to continued repair.
SERVICEABILITY
 Is the speed, courtesy, competence, and ease of repair. Consumers are
concerned not only about a product breaking down but also about the time
before service is restored, the timelines with which service appointment are
kept, the nature of dealings with service personnel, and the frequency with
which service calls or repairs fail to correct outstanding problems.
AESTHETICS
 Is a subjective dimension of quality. How a product looks, feels, sounds, tastes,
or smells is a matter of personal judgement and a reflection of individual
preference. This dimension might affect on how to please consumers on
purchasing the product.
PERCEIVED QUALITY
 Consumers do not always have complete information about a product’s or
service’s attributes; indirect measures may be their only basis for comparing
brands. A product’s durability for example can seldom be observed directly; it
must usually be interfered from various tangible aspects of the product. In such
circumstances, images, advertising, and brand names – inferences about
quality rather than the reality itself – can be critical
DIMENSIONS OF SERVICE
QUALITY
SERVICE QUALITY
 Is a measure of how an organization delivers its services compared to the
expectations of its customers. Customers purchases services as a response to
specific needs. They either consciously or unconsciously have certain
standards and expectations for how a company’s delivery of services fulfill
those needs. A company with a high service quality offers services that match
or exceed its customer’s expectations.
RELIABILITY
 Refers to an organization’s ability and consistency in performing a certain
service in a way that satisfies its customers’ needs. This process involves every
step of customer interaction, including the delivery or execution of the good or
service, swift and precise problem resolution and competitive pricing.
Customers have a certain expectation of reliability in buying a specific
product, and a company’s success usually depends on its ability to meet those
expectations.
TANGIBILITY
 This is an organization’s ability to portray service quality to its customers.
There are many factors that give a company highly tangible quality, such as the
appearance of its headquarters, its employee’s attire and demeanor, its
marketing materials and its customer service department.
EMPATHY
 Is how an organization delivers its services in a way that makes the company
seen empathetic to its customer’s desires and demands. A customer who
believes a company truly cares about their well-being is likely to be more loyal
to that company.
RESPONSIVENESS
 This is a company's dedication and ability to provide customers with prompt
services. Responsiveness implies receiving, assessing and swiftly replying to
customer requests, feedback, questions and issues. A company with high
service quality always responds to customer communication as soon as
possible which can often indicate the value a company places on customer
satisfaction.
ASSURANCE
 Assurance is the confidence and trust that customers have in a certain
organization. This is especially important with services that a customer might
perceive as being above their ability to understand and properly evaluate,
meaning that there has to be a certain element of trust in the servicing
organization's ability to deliver. Company employees need to be mindful of
earning the trust of their customers if they want to retain them
WHY IS HIGH SERVICE QUALITY
IMPORTANT?
THE MAIN REASONS WHY IT
IS IMPORTANT TO AN
ORGANIZATION:
 It boosts sales. Customers that perceive a company's services as being high quality are more
likely to do business with that company. Also, customers who buy from companies with high
service quality are more likely to continue buying from those companies regularly.
 It saves marketing money. Retaining existing customers by offering them high-quality
services is typically less expensive than attracting new ones.
 It can attract quality employees. Highly performing professionals generally prefer to work
for companies with high service quality.
 It can lead to repeat business. Customers who see their issues and complaints swiftly and
efficiently resolved by a company's customer service department may be more likely to buy
from that company again in the future.
THE MAIN REASONS WHY IT
IS IMPORTANT TO AN
ORGANIZATION:
 It strengthens the company's brand. The reputation of a company with above-average
service quality can boost sales by attracting new customers or retaining existing ones.
 It eliminates certain barriers to buying. High service quality can convince a hesitant
customer to make a purchase, as they know that if the service is not right for them, they can
rely on strong customer service to remedy the situation.
Sources:

https://www.indeed.com/career-advice/career-development/service-qu
ality

https://www.ifm.eng.cam.ac.uk/research/dstools/quality-framework/#:
~:text=Garvin%20proposes%20eight%20critical%20dimensions,%2C
%20aesthetics%2C%20and%20perceived%20quality